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Professional Sports Teams as Advertisements: The Case of Nippon Professional Baseball

In: The Sports Business in The Pacific Rim

Author

Listed:
  • Michael A. Leeds

    (Temple University)

  • Sumi Sakata

Abstract

Many firms advertise by sponsoring sports activities. Team names, however, remain off-limits in the major North American sports. While teams serve owners’ outside interests, they are not a part of that outside interest. In contrast, most Nippon Professional Baseball (NPB) teams are subsidiaries of larger corporations that treat them as a form of advertising. We study whether owning a sports team is a profitable investment for a Japanese corporation by evaluating the impact of the purchase and sale of NPB teams on the profits of their parent companies. To do so, we perform an event analysis using stock-market data for the five NPB teams that changed hands after the 2004 season. Our findings show that the purchase or sale of an NPB franchise has little long-run effect on the profits of the parent companies.

Suggested Citation

  • Michael A. Leeds & Sumi Sakata, 2015. "Professional Sports Teams as Advertisements: The Case of Nippon Professional Baseball," Sports Economics, Management, and Policy, in: Young Hoon Lee & Rodney Fort (ed.), The Sports Business in The Pacific Rim, edition 127, pages 161-173, Springer.
    • Handle: RePEc:spr:semchp:978-3-319-10037-1_9
    DOI: 10.1007/978-3-319-10037-1_9
    as

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